South Africa, March 3 -- Delving into this is Luke van der Spuy, senior strategist at The Culture Foundry Company, an agency that specialises in youth culture, amongst others, and has studied Gen Z across the continent for years.

For him, the bottom line is that brands can be relevant to Gen Z by being more culturally fluent, human first, and trusted as sources of knowledge, rather than chasing visibility.

Let's start with where this generation is today. Gen Z has grown up. Today, Gen Z is a cohort of young adults, in their early 20s to 30s.

"They are not as young as they used to be and are maturing. They're no longer quite so novel, and nor should they be so mysterious. They have been living and working and voting with us for some tim...